So as we are moving forward in our with our marketing agency we are looking at a lot of different sales strategies. We have looked at Impact selling, SPIN selling, Carnegie training. The best one we have found and the one that think would work best for community pharmacy owners like yourself is the […]
So as we are moving forward in our with our marketing agency we are looking at a lot of different sales strategies. We have looked at Impact selling, SPIN selling, Carnegie training. The best one we have found and the one that think would work best for community pharmacy owners like yourself is the Inbound Selling Philosophy.
The inbound sales strategy has two key points.
Inbound sales base there entire sales strategy on the buyer rather than the seller.
Inbound sales people personalize there entire experience to the buyers context.
The way you do that is understand your buyers journey, or the journey that your clients go through from getting a script at the doctors office to picking a pharmacy, or from switching from using a chain pharmacy to a community one.
So this is broken down into three stages.
In the awareness stage your buyer has a problem. Clients may be in this phase when they are first starting to get sick, when they have a doctors appointment coming up, or when they move into your neighborhood.
The consideration phase is now they are sick, and need to find a place to go for medicine, or now they are just leaving the doctors office. Or it could be for someone on existing long term medication management is thinking about making the switch.
The decision phase is they are buying. Either they have gotten into the car and are leaving the doctor to go get the medication or they are on there way to making the switch from a chain pharmacy to an independent.
What you need to do as a pharmacist is design a marketing plan to reach buyers at each phase of the sales process, as well as have different funnels and marketing pieces going to the different segments or buyer personas. Then you have a marketing plan for doctors, and a different plan for Long Term Care facilities.
When you put all these elements together into a brand and strategy, and get a winning plan for your community pharmacy!
One thing that may be really effective in promoting is compounding. If your not heavily involved in compounding right now, or promoting like you could, check out this link on some of the benefits of compounding, and let your clients know about it!